Deep Silver develops interactive games for all platforms and recently acquired the Nascar franchise. They aimed to captivate all gamers who have a passion for state-of-the-art gameplay in exciting game worlds. I packaged the energy, passion, and personality of NASCAR legend Tony Stewart and hit fans between the eyes with a simple invitation: Ride with me. Every touchpoint radiated Tony’s character: I redesigned the packaging to prominently feature a moody portrait of Tony Stewart, heroizing the game from the onset. Then I drove a series of online videos, from teaser through product demos, that nailed the authentic internal voice of a real-life NASCAR driver. I first drew the viewer into the driver’s mind space, then delivered the message that they could drive actual race simulations from the previous week’s race, adding new simulations weekly. Tony himself felt we had “nailed the voice.”

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